Marketing

Marketing is the way in which an organisation matches its own human,

financial and physical resources with the wants of its customers.

Seeing as many organisations continue in business over relatively long

periods of time, it is necessary for them to plan the human, financial

and physical resources they have to offer their customers.

On the whole individuals think that marketing is simply about the

advertising and personal selling of goods and services. Advertising

and selling, on the other hand are just two of the many marketing

activities. In most cases, marketing performances are all those

connected with identifying the particular wants and needs of a

objective market of customers, and then going about satisfying those

customers better than the competitors. This involves doing market

research on customers, investigating their needs, and then making

tactical decisions about product design, pricing, promotion and

distribution.

The company that I am going to look is a well-established chocolate

company Cadbury's. The company does put the customers first making

them marketing orientated but mainly to younger customers by making

their products affordable and appealing to children. They advertise

their products in many ways. Cadbury's research on what types of

chocolate they can make to satisfy their customers resulting in a

company with multiple products from a standard chocolate bar to Easter

eggs and ice cream to cakes targeting a wide range of customer needs

in food products. Cadbury's use the principles of marketing in

providing the needs of the customer such as customer future needs and

customer satisfaction, the needs of the organisation such as products

and markets and the influence of the market such as their competitors

and legal factors. The needs of the organisation are profit and

stakeholder fulfilment. The needs of the customers are future needs,

customer perception and contentment.

The marketing principles of Cadbury’s are:

Ð'* Products and markets

Ð'* Co-ordinated marketing

Ð'* Policy

Ð'* Efficiency

Ð'* Competitors Legal factors PEST factors

Ð'* Who and what they are statute law and trade awareness of changing

Ð'* Agreements environment

For a company like Cadbury’s to be successful they have to develop a

product. This would mean developing an existing product from the

market for an existing market. The Ansoff’s matrix shows, that there

are four promising strategies.

Market Development is where a marketing strategy is where a business

focuses on trying to make their existing product development

remarkable at a new line of customers. This can be unsafe for a firm

because they have not dealt with new customers before so therefore

they are not experienced.

Market penetration is all about the growth of the market share. Market

penetration suggests a further penetration of existing markets with

existing products. This method is very safe and easy to use because

the business has great knowledge of this already. Market penetration

exists products to gain a larger share market.

Product development is where a marketing strategy is a bout a company

trying to develop a product that they are selling now. Most companies

maintain to develop their product so it keeps on recuperating for some

businesses to survive in the industry this is necessary.

Diversification is when Cadburys develop a completely new product

where they are entering a new market. Something that Cadburys have not

manufactured before. This is the most risky strategy because the

business will be entering a new market, which has new competitors and

customers. In addition they will be working with a new product that is

not guaranteed to be a hit.

The first step in developing a marketing strategy is to understand

your customers, enabling reaction to their changing needs and the

changing dynamics of the market. We must conduct several stages of

in-depth